PT  - JOURNAL ARTICLE
AU  - Enoch, Glenn
AU  - Johnson, Kelly
TI  - Cracking the Cross-Media Code
AID  - 10.2501/S0021849910091294
DP  - 2010 Jun 01
TA  - Journal of Advertising Research
PG  - 125--136
VI  - 50
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/50/2/125.short
4100  - http://www.journalofadvertisingresearch.com/content/50/2/125.full
SO  - J Advert Res2010 Jun 01; 50
AB  - ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage. They found that the heavier user of one medium tends to be a heavier user of other media. Crossmedia usage is not a zero-sum game—rather, the media pie is growing because of “new markets of time.” While earlier speculation focused on convergence, time spent using more than one medium at a time is limited. Media users are using different media platforms at different times and in different places for different purposes—the best available screen for their location.